It is known that the bulk of VAS in the operator's portfolio is of relatively low penetration. And it is, as a rule, due to the fact that the targeted offer for the end user is missing. Accordingly, the operator faces the task of ensuring VAS penetration into new subscriber segments, doing so by creating an understandable value proposition for the end user. The latter will enlarge the number of orders by each subscriber and increase the average price of a service.
The operator has all the resources needed for effective work with its service portfolio and can manage it from the perspective of the possibilities for increased VAS penetration and VAS revenue. It is possible to reach the goals of VAS portfolio management through the use of two base elements: increasing the VAS penetration into end-user segments, and increasing the average price of the services.
The main steps toward such a management strategy are presented in the article by Bercut Strategic Director, Vitaly Balanda, published in GSMA Mobile World Congress Show Daily.
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